INDICE: Foreword Introduction Chapter 1: Transforming the Karma How Cultural Forces Are Shaping Consumption Behavior in India Chapter 2: The Currency of Emotion The Meaning of Money and the Making of Financial Brands Chapter 3: Beauty in Action The Business of Looking Good Chapter 4: Masala Media Entertainment for the Taste Buds Chapter 5: Meaningful Technology The Cultural Circuitry of Technology Products Chapter 6: Branding the Bazaar The Logic of Indian Brands and Retailing Chapter 7: Youth versus Youthful Building Youth Brands in a Youthful Country Chapter 8: Seamless Savitris The New Indian Woman and New Market Opportunities Chapter 9: Small Is Big The Growth of the Small-Town and Rural Markets Chapter 10: Three Generations, One Big Market Opportunities in a NewSegmentation of India Notes Index
- ISBN: 978-0-470-82465-8
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 192
- Fecha Publicación: 30/12/2010
- Nº Volúmenes: 1
- Idioma: Inglés